Posts Tagged best practice
Marketers! We’re in the midst of a time where video engagement is at an all time high online! People are watching more video, on all types of mediums for longer periods.
Yeah, we all know this you say! …but are you utilising this?
Companies who have introduced video into email are reporting significant improvement in quality of content and consumer interaction. Recipients are not only increasingly receptive to video content and its message but they are also interacting with it more than they would with normal imagery or text. I’m seeing companies increasingly turning to video to help build and strengthen their branding as well as their message to the recipient with resounding success.
However, it is by no means an easy next step in email marketing. Various elements need to be assessed, potential limitations broached and best practice implemented. The advice below may read as obvious but trust me, ignore it at your peril.
Firstly, HTML5. For video in email to function it necessitates the browser that the email is being opened in is coded in HTML5. All latest browser versions are in HTML5 but this doesn’t mean your whole audience has updated their browsers with the latest update or even know they need to for video to run. HTML5 not being fully functional in all your recipients’ browsers means a big chunk of your audience will be unable to view the email (approximately 70% of your list I hear on the industry grapevine i.e. it is completely dependent on your own list and can’t be generalised here). So companies have to create an alternative way for users to still get their message if they are not able to view the video.
Don’t worry though; code can be implemented so that it will replace the previous video code if it is not viewable in the browser the email is opened in. This means that you can sleep easy in the knowledge that your entire audience will be able to view content in your e-mail. You could have your video replaced by text or even an image that will allow them to view/click-through. Ok, so it’s not as dominant as video but having this as a backup will considerably increase conversion rates for those who use browsers not supporting HTML5.
Secondly, most people are inclined to have the video on auto-play with sound, meaning on opening the email the video will kick in and play straight away. Unexpectedly, it is being shown that videos on auto-play with the sound can increase your complaint rate. So, if you are going to use video email when messaging your list, by all means code it to auto-play on opening. However, be sure to have the video on mute, giving your viewers an option to turn on the sound if they desire. This will reduce the potential aggravation a user may find in being blasted with sound from the video and also speed up interaction time by them un-muting the sound when they become interested in the video they are viewing.
Content consumption continues to climb throughout the online arena, it is our responsibility to keep the world’s eyes on our own brands. Whilst this becomes increasingly difficult in the market, evidence is vastly proving that video in email is becoming a more prominent role for this. So as you said at the start;
“Yeah, we know!” …but are you utilising it?